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외식프랜차이즈 가맹본부와 가맹점 사이의 관계특유투자가 장기지향성에 미치는 영향: 관계학습과 관계자본의 이중매개효과를 중심으로

The Effects of Relationship Specific Investment between Food Service Franchisor and Franchisee on Long-term Orientation: Focused on Double Mediation Effect of Relationship Learning and Relational Capital

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한국전략마케팅학회 (Korean Strategic Marketing Association)|2018.09|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제26권 제3호|pp. 19-38

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참고문헌

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장기지향성관계자본관계학습Long-term Orientation외식프랜차이즈관계특유투자Food Service FranchiseRelationship Specific InvestmentRelationship LearningRelational Capital

초록

최근 외식프랜차이즈 가맹본부와 가맹점 간의 관계가 부실하여 갈등과 분쟁이 일어나는 등 많은 문제점이 나타나고 있다. 이는 외식프랜차이즈 가맹본부와 가맹점의 파트너십 구조가 거래비용이론의 관점에서 구축되어 의존도가 높은 가맹점은 가맹본부를 통제하지 못하였기 때문이다. 이에 본 연구에서는 외식프랜차이즈 파트너십 구조를 관계적 접근법으로 바라보는 패러다임을 제시하고, 외식프랜차이즈 가맹본부와 가맹점 사이의 관계특유투자가 어떠한 과정을 통해 장기지향성에 영향을 주는지 확인하고자 하였다. 이를 위해 관계학습과 관계자본이 외식프랜차이즈 가맹본부와 가맹점 사이의 관계특유투자와 장기지향성을 이중으로 매개하는 연구모델을 설정하였고, 외식프랜차이즈 가맹점 운영자를 대상으로 설문조사를 수행하였다. 연구결과는 다음과 같다. 첫 번째, 외식프랜차이즈 가맹본부와 가맹점 사이의 관계특유투자는 관계학습을 증가시키는 요인임을 확인하였다. 두 번째, 외식프랜차이즈 가맹본부와 가맹점 사이의 관계학습은 관계자본을 향상시키는 것을 확인하였다. 세 번째, 관계자본은 장기지향성에 긍정적인 요인임을 확인하였다. 마지막으로 관계학습과 관계자본은 외식프랜차이즈 가맹본부와 가맹점 사이의 관계특유투자와 장기지향성 사이를 이중으로 매개하는 요인임을 본 연구에서 검증되었다. 본 연구의 결과를 통해 외식프랜차이즈 거래구조와 관련된 다양한 시사점을 논의하였다.

Abstract

Recently, a number of problems including the emergence of conflicts and disputes due to weak relationship between food service franchisor and franchisee are taking place because franchisees with high dependence were not able to control food service franchisor since the partnership structure between food service franchisor and franchisee was established in terms of transaction cost theory. In this regard, this study aimed to suggest the paradigm of viewing food service franchise partnership structure in relational approach and identify how relationship specific investment between food service franchisor and franchisee influences long-term orientation. For this aim, the study model which relationship learning and relational capital double mediates relationship specific investment and long-term orientation between food service franchisor and franchisee has been set and questionnaire surveys were conducted targeting franchisee owners. The following are the summary of this study results. First, relationship specific investment between food service franchisor and franchisee has been found to be the factor increasing relationship learning. Second, relationship learning between food service franchisor and franchisee has been identified to improve relational capital. Third, relational capital has been found to be a positive factor in long-term orientation. Lastly, this study verified that relationship learning and relational capital are the factors double mediating relationship specific investment and long-term orientation between food service franchisee and franchisor. A variety of implications regarding food service franchise transaction structure have been discussed through the results of this study.

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